there's the goosebump thing when the melody just gets you and you don't know why. sometimes it's in a genre you didn't think you liked and it just gets you, and you just feel the hairs on the back of your neck, "i love this song." and then there's the cerebral side of, what is this song saying, what is the story i'm trying to tell here? >> brown: you think about the song? >> yeah, you think about the story, is the lyric smart enough, is it something that satisfies this side as well? so when those two things come together you realize it as the song. and sometimes the song is not in the language you are fluent in, so sometimes the song is a demo you have recorded at two in the morning, and it's giving you goosebumps, but it's in gibberish because you haven't put lyrics to it and you're not sure what the story is. but for whatever reason, whatever that is has the it factor and it really comes down to, from the moment that happens to the moment you master it, put it out, that happens.